Don’t invest unless you’re prepared to lose all the money you invest. This is a high-risk investment and you are unlikely to be protected if something goes wrong. Take 2 mins to learn more.

Invest in the category leader that is turning an underserved market into a high-growth opportunity with purpose.

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Invest in the category leader that is turning an underserved market into a high-growth opportunity with purpose.

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INVEST ON CROWDCUBE

Back the Brand Redefining Fit

DEWEY is the height-inclusive womenswear brand for adults 5ft and under—designed to fit straight off the rack without costly alterations and the need to wear children’s clothing.

Following a successful debut at Selfridges, DEWEY is rapidly gaining momentum as a leading force in the Extra Petite fashion movement. With brand ambassadors including five-time Paralympic gold medallist and BAFTA award-winner Ellie Simmonds and TV personality and professional dancer Jowita Przystal, DEWEY is capturing attention and building a fast-growing following across social media.

For millions of Extra Petite women, this is the first time fashion has truly met them at their height: stylish, proportional, and empowering.

The Problem We’re Solving

With an average of 30% of all fast fashion apparel being returned, the top reason is the same: poor fit.*

Mainstream petite ranges often stop at 5’3”, and even then, most use scaled-down versions of taller designs.

Adults 5ft and under are routinely overlooked by the industry, with millions of adults on the planet not currently catered for with ready-to-wear clothing that fits “straight off the rack.”**

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From Selfridges to the BBC, we’ve built a brand that’s won 14+ awards, features in mainstream media, and built a loyal customer base; delivering one perfect fit at a time.

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From Selfridges to the BBC, we’ve built a brand that’s won 14+ awards, feature in mainstream media, and built a loyal customer base; delivering one perfect fit at a time.

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Our Proprietary Solution

DEWEY’s Proprietary Sizing System is custom-built and based on thousands of data points gathered from and for adults 5ft and under. We’ve thrown out the outdated templates and rebuilt fit from the ground up. The result? Timeless, flattering designs that actually fit from the first time you wear them.

With 55% growth in average order value (Sept ’24–March ’25), an exceptional 7x lower product percentage return rate than the industry norm, and a 46.15% repeat purchase rate, the product speaks for itself—and our customers are speaking right back.

Proven Traction & Media Buzz

  • Selfridges debut launch and nationwide press coverage in The Telegraph and BBC
  • Over 14 fashion and innovation awards to date
  • High-profile brand ambassadors sharing the DEWEY journey
  • Millions of viral views
  • 20k high-intent followers on TikTok, Facebook and Instagram
  • Highly-engaged database of customers and early adopter fans—ready to activate with every drop

Momentum in 2025

In addition to our DEWEY upcoming mainline collection, we’re gearing up to launch two high-profile capsule collections with Ellie Simmonds and Jowita Przystał, with national media and television support to ensure visibility and sales.

Alongside this, our extra petite jeans line is set to disrupt the denim market, a $80.3bn** category on its own—with strong early demand and planned limited-run drops to drive demand and traction.

Further retail pop-ups are planned in prominent high footfall locations which will further establish DEWEY as the authoritative name in all things extra petite fashion.

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Business Model & Revenue Streams

Our multi-channel approach includes:

Expanding Reach

Strengthen our global D2C footprint through enhanced website capabilities, strategic third-party logistics partnerships, targeted social media storefronts, influencer collaborations, and comprehensive public relations initiatives across mainstream media.

Retail Partnerships
Expand our UK and international retail collaborations, leveraging the momentum of our Selfridges launch through the introduction of new product lines and exclusive SKUs.
Experiential
Immersive pop-up experiences that spark direct connections with customers, drive sales, and surface actionable insights.
IP & Licensing
Ongoing development and future licensing of our proprietary IP to drive scalable growth through third-party brands and their diverse go-to-market channels.
Celebrity Capsule Collections

Maintain and expand collaborations with profiled cross-industry celebrities by co-designing capsule collections that elevate and amplify the DEWEY brand, drive sales, and foster customer loyalty.

Expanding Reach

Strengthen our global D2C footprint through enhanced website capabilities, strategic third-party logistics partnerships, targeted social media storefronts, influencer collaborations, and comprehensive public relations initiatives across mainstream media.

Retail Partnerships
Expand our UK and international retail collaborations, leveraging the momentum of our Selfridges launch through the introduction of new product lines and exclusive SKUs.
Experiential
Immersive pop-up experiences that spark direct connections with customers, drive sales, and surface actionable insights.
IP & Licensing
Ongoing development and future licensing of our proprietary IP to drive scalable growth through third-party brands and their diverse go-to-market channels.
Celebrity Capsule Collections

Maintain and expand collaborations with profiled cross-industry celebrities by co-designing capsule collections that elevate and amplify the DEWEY brand, drive sales, and foster customer loyalty.

Use of Funds

Investment will accelerate:

  • Collection and sizing expansion into our new product ranges, including DEWEYdenim and capsules
  • Customer acquisition through digital-led activations and FOMO marketing
  • Supply chain optimisation, including fulfilment in the USA to key retailers to ensure strongest returns on investment
  • IP protection and licensing initiatives to develop this lucrative revenue stream

A Category-Defining Opportunity

The global apparel market is projected to grow at a 7.92% CAGR, yet adults 5ft and under (31% of the global adult population**) remain chronically underserved. With a clear product-market fit, proprietary sizing technology, and growing consumer loyalty, DEWEY is positioned to lead and own this category.

We’ve already raised £100,000 via founder investment, grants, awards and angel support—and now, we’re opening the door to new investors ready to help us scale.

Own a Piece of the Future of Fit

This isn’t just a niche—it’s a gap big enough to build a category-defining brand.

Join us in rewriting the fashion industry’s height standards and back the brand that’s redefining what fit really means - with the IP and data to back it.

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VISIT DEWEYCLOTHING.COM

Don’t invest unless you’re prepared to lose all the money you invest. This is a high-risk investment and you are unlikely to be protected if something goes wrong. Take 2 mins to learn more.
* Published by HSBC Global Research
** Based on DEWEY’s extensive, comprehensive analysis of multiple reputable health sources and demographic data, DEWEY has identified that over 31% of the adult population worldwide is 5 feet or under in height.

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